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Supermodels and fashion bloggers help Tiffany relaunch Atlas collection

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Karen Elson and Doutzen Kroes at Tiffany Atlas Collection
Karen Elson and Doutzen Kroes at the Tiffany Atlas collection launch. Photo by Will Ragozzino/BFAnyc.com
Tiffany & Co. Atlas jewelry collection launch New York September 2013 Atlas bangles
Atlas bangles, from top: 18-karat rose gold with diamonds ($9,000), 18-karat gold ($5,800), 18-karat white gold with diamonds ($9,000), 18-karat rose gold ($5,800). Photo courtesy of © Tiffany & Co.
Tiffany & Co. Atlas jewelry collection launch New York September 2013 Atlas bangle, ring, earrings
Atlas bangle ($5,000), ring ($1,600) and earrings ($1,900) in 18-karat rose gold with diamonds. Photo courtesy of © Tiffany & Co.
Tiffany & Co. Atlas jewelry collection launch New York September 2013 Atlas bracelets
Atlas bracelets in 18-karat rose gold with diamonds ($750) and sterling silver ($250). Photo courtesy of © Tiffany & Co.
Tiffany & Co. Atlas jewelry collection launch New York September 2013 models hands with jewelry
Jessica Stein, Chiara Ferragni and Aimee Song show off their Atlas jewelry at Tiffany's New York flagship. Photo by Will Ragozzino/BFAnyc.com
Tiffany & Co. Atlas jewelry collection launch New York September 2013 Karen Elson
Karen Elson at Tiffany's new Atlas jewelry launch at the New York flagship. Photo by Will Ragozzino/BFAnyc.com
Jessica Stein, from left, Aimee Song, Karen Elson and Chiara Ferragni celebrate Tiffany's new Atlas jewelry at the New York flagship September 2013
Jessica Stein, from left, Aimee Song, Karen Elson and Chiara Ferragni celebrate Tiffany's new Atlas jewelry at the New York flagship September 2013. Photo by Will Ragozzino/BFAnyc.com
Karen Elson and Doutzen Kroes at Tiffany Atlas Collection
Tiffany & Co. Atlas jewelry collection launch New York September 2013 Atlas bangles
Tiffany & Co. Atlas jewelry collection launch New York September 2013 Atlas bangle, ring, earrings
Tiffany & Co. Atlas jewelry collection launch New York September 2013 Atlas bracelets
Tiffany & Co. Atlas jewelry collection launch New York September 2013 models hands with jewelry
Tiffany & Co. Atlas jewelry collection launch New York September 2013 Karen Elson
Jessica Stein, from left, Aimee Song, Karen Elson and Chiara Ferragni celebrate Tiffany's new Atlas jewelry at the New York flagship September 2013

NEW YORK — The iconic store where Audrey Hepburn famously once had breakfast became a prime fashion week venue as Tiffany & Co. relaunched its Atlas collection of fine jewelry. The by-invitation-only party at the flagship Fifth Avenue store featured model Karen Elson, the face of the Tiffany ad campaign, and a number of curvy Victoria's Secret models, including Doutzen Kroes, Julie Henderson and Lindsay Ellingson.

 Guests were encouraged to tweet or Instagram using the hashtag #TiffanyAtlas. 

Hosted by fashion bloggers Aimee Song of Song of Style, Jessica Stein of TuulaVintage and Chiara Ferragni of The Blonde Salad, the event was aimed at a younger, stylish crowd with music by DJ Hannah Bronfman, champagne and cocktails. Guests were encouraged to tweet or Instagram using the hashtag #TiffanyAtlas.

Launched in 1995, the Atlas collection was inspired by the clock depicting the figure Atlas of Greek mythology that has stood in front of the New York store since 1853. Renowned Tiffany designer John Loring created the original jewelry collection featuring raised Roman numerals based on an Atlas watch that debuted in 1983.

The new collection has been updated with matte and polished necklaces, bangles, pendants, earrings, and rings in 18-karat gold (yellow, rose, and white) and sterling silver with diamonds. Actress Lea Michele wore an Atlas hinged bangle in 18-karat rose gold with diamonds ($9,000) last month in Los Angeles while accepting her Teen Choice Award for “Choice TV Actress: Comedy.” But the collection starts as low as $125 for an Atlas pierced bracelet in sterling silver. 

It is available at Tiffany stores in Houston Galleria, The Woodlands, Dallas, Austin and San Antonio.

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